Last Friday, the BBC published part of its interview with Jony Ive, Apple’s Senior Vice President of Industrial Design, which was shown during a special episode of children’s television show Blue Peter on Saturday morning. The full interview has now been posted to YouTube, and it shows Ive talking about product naming techniques.
Ive was asked how he would design a lunchbox, a task that Blue Peter put to school children as part of the special episode. “Imagine that was your brief, if you were given that task, how would you have approached it?” asked presenter Barney Harwood.
If we were thinking of lunch box we’d be careful about not having the word box already give you a bunch of ideas that could be quite narrow, because you think of a box as being square, a cube, and so we’re quite careful with the words we use because those can sort of determine the path you go down.
You can watch the full interview, during which Ive is presented with a gold Blue Peter badge — the show’s highest accolade — below.
Ive said that he was a big fan of Blue Peter when he was growing up, and that his new award was an “absolutely incredible.” Only around 1,000 people have a gold Blue Peter badge; other holders include David Beckham, JK Rowling, and The Queen.